Fuji bears the name of the famous Mount Fuji in Japan and represents the journey from Japan to the cycling world, symbolizing peak performance and endurance. The Fuji brand stands for high-quality road bikes, gravel bikes, and mountain bikes with precise technology and robust design for the cycling world. Lightweight aluminum and carbon frames ensure agile handling, comfort, and efficiency on all routes from Japan to the cycling world. Fuji bikes offer modern drivetrains, disc brakes, and versatile wheels for every cycling adventure. In addition to bikes, Fuji also produces accessories and equipment that optimally support riders from Japan to the cycling world. Fuji combines innovation, quality, and performance – from Japan to the cycling world for unlimited riding pleasure.
Fuji 2022 JARI 1.3 / Matte MahoganyFuji Bikes was founded in 1899 in Japan by Okazaki Kyūjirō – initially as a trading company under the name Nichibei Shōkai ("Japanese-American Trading Company"), importing bicycles from the USA and Europe. Later, the company began its own manufacturing in Japan. The name and brand logo are derived from Mount Fuji, Japan's highest mountain and a national symbol of strength and endurance. By the 1920s, Fuji had become Japan's most popular bicycle brand. In the 1930s, Fuji established the first national stage race between Osaka and Tokyo and sponsored the winning team. After World War II, the company returned to the name Nichibei Fuji Cycle Company and expanded into Asia and later America.
Initially, Fuji primarily produced everyday utility bicycles. From the 1920s onward, road bikes were added. In 1971, Fuji founded Fuji America – the first Japanese bicycle brand to be distributed under its own name in the US – with the Sports 10, a 10-speed road bike. In the mid-1970s, Fuji launched the S12-2, the world's first successfully mass-produced 12-speed bicycle. In the 1980s, Fuji developed touring bikes and in 1986 became one of the first manufacturers of titanium frames. In 2004, Fuji presented its first full carbon road bike, on which Judith Arndt became World Champion that same year. Over time, mountain bikes (Nevada, Auric, Rakan), gravel bikes (Jari), hybrid models (Absolute, Traverse), and e-bikes were added – a broad range for every cycling discipline.
Today, Fuji bikes are sold worldwide through authorized dealers in North America, Europe, Asia, and Australia. The brand is owned by Advanced Sports International (ASI), with US distribution handled by BikeCo, LLC. Manufacturing takes place at facilities in Asia (China, Taiwan) and Europe (Poland). Since its founding over 125 years ago, Fuji has produced several million bicycles and ranks among the most historic bicycle brands in the world.
